App Preview Video

An App Preview is a short video (15-30 seconds) Apple shows in the App Store that auto-plays muted. Up to 3 are allowed per device size and they sit above your screenshots in the listing.

An App Preview Video is a 15 to 30 second video that Apple displays in the App Store, auto-playing muted by default. Up to 3 App Previews are allowed per device size class, and they appear above your screenshots in the listing. App Previews must show actual app content, not external footage or marketing graphics.

Why It Matters

App Previews can lift conversion 20-25% when done well, but a bad App Preview hurts more than no App Preview at all. Auto-play behavior means the first frame is critical, and many apps lose conversion because the first second of their video is a loading screen or empty state.

Example

A meditation app records a 22-second App Preview showing 4 different guided sessions in quick cuts, with the first frame being a serene background animation. The video uploads at the required 1080x1920 resolution for iPhone 6.7" devices.

Frequently Asked Questions

How long should an App Preview be?

Apple allows 15 to 30 seconds. Most high-performing previews land at 18-22 seconds, long enough to show meaningful content but short enough to retain viewers.

Do App Previews need to be localized?

Strongly recommended. Apple lets you upload different App Previews per locale. At minimum, localize the on-screen text. Ideal: localized voiceover or subtitles.

What is the first-frame strategy for App Previews?

The first frame is what users see when the video is paused or before it loads. Make it visually compelling and on-brand. Never let it default to a loading screen or splash logo.

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Related Terms

Custom Product Pages (CPP)

Apple Custom Product Pages let you create up to 35 alternate App Store product pages with unique screenshots, videos, and promotional text. Each variant gets its own URL for paid campaigns.

Product Page Optimization (PPO)

PPO is Apple's native A/B testing feature inside App Store Connect. You can run up to 3 alternate treatments against your default page and Apple declares a winner based on conversion rate.

Hero Screenshot

The hero screenshot is the first screenshot Apple shows in your App Store listing. It carries the most conversion weight because it appears in search results and category browses before users tap into your page.

ASO (App Store Optimization)

ASO is the process of optimizing an app store listing to rank higher in search and convert more downloads. It covers keywords, screenshots, ratings, and retention signals.

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